Twice Daily finds success with expanded app functionality. | Photo courtesy of Tri Star Energy.
When a convenience store launches a line of cooked-to-order foods, it must start thinking like a restaurant.
This is the case with Twice Daily, based in Nashville, Tennessee, which has steadily expanded its prepared meal offerings over the past year.
The retailer, owned by Tri Star Energy, partnered with digital loyalty company Paytronix to add ordering and delivery capabilities and a custom app to its existing loyalty program.
And the results are impressive, according to Paytronix of Newton, Massachusetts.
For the full year 2023, Twice Daily reported a 225% increase in revenue, a 55% increase in monthly orders and a 95% increase in the number of unique customers, Paytronix reported Thursday.
“Twice Daily’s proprietary foodservice offering is a targeted differentiator,” said Jason Tolk, loyalty and mobile app manager at Tri Star Energy. “We want people to know that when they come to Twice Daily, they’re getting high-quality food that’s on par with QSR options… Linking online ordering to loyalty makes the entire purchasing process seamless and has helped significantly increase sales.”
In October 2023, Twice Daily debuted made-to-order subs, sandwiches, breakfast items and snacks at its Tennessee and Alabama stores. About five months later, the retailer added four new wraps to that menu (turkey and Swiss, Italian, ham and cheddar, and Nashville Hot Chicken).
In addition to the app, customers can also order food through kiosks in stores to simplify customization, the chain explained.
“People are going to buy everything on their mobile phones in the future, and if convenience stores haven’t prepared for this, they’re going to regret it,” said Jeff Hoover, director of c-store strategy and analytics at Paytronix, in a statement. “Brands like Twice Daily are finding that the retention rate with loyalty is extremely high with online orders.”
Tri Star Energy owns and operates more than 200 c-stores. Its other brands include Sudden Service, Southern Traders, Little General and Maverick Quick Shop. The company also owns 20 White Bison Coffee shops in Tennessee and Alabama.
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